Company Overview
ZenCraftHouse is an ecommerce website that works to provide products for customers such as crystals and stones to deliver positive energy and vitality at a fair price point. Given that spiritual stones have become increasingly popular and in demand, ZenCraftHouse's mission is to continue to provide its services for everyone to enjoy
ZenCraftHouse
Client Project
Client: Peach Mindfulness
Problem
ZenCraftHouse needs to create brand awareness and trust for customers due to its lack of consistency and organization that leads to weak retention
Goals
Define the current user demographic and their motivations behind using the website. Create solutions to decrease bounce rate and expand to new user base
Design Framework
The Double Diamond Model was used as the main foundation of the design framework to address the challenge of the client
Design Framework Contents
Discover
Define
Develop
Deliver
User-centered research and information is gathered to form concrete facts and statements for user motivations and pain points
Data from the discovery phase is used to define the main challenges needed to be solved and narrow down problem areas to prioritize
Ideating designs and sketches in order to seek solutions for the defined problems
Testing solutions and receiving feedback for adjustments and future improvements
Original Website - Zencrafthouse.com (Link)
Research methods that were used during this phase include the following:
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1) Competitive Analysis
2) User Interviews
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3) Affinity Map
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Discover
Competitive Analysis
3 major competitors were examined and compared against ZenCraftHouse
User Interview Takeaways
01.
Conclusively large consensus of mistrust of purchasing from the site
02.
Users who purchased from the site became loyal customers only after overcoming initial mistrust
03.
Unnecessary information highlighted on website caused confusion
Affinity Map
Affinity mapping of the initial user interview points was used to create the main pain points to direct where the design of the final prototype would look like. This eliminated featuritis and prioritized the most important problem areas to solve
Affinity Map
Main Takeaways:
01.
I buy products because it helps my life in some way
02.
I am interested in learning more about crystals
03.
I care about the price and quality of products I receive
04. I feel overwhelmed by the disorganization of the website
05.
I need to feel a site is secure
The define phase uses the following to reassess the challenges that users face
1) Personas
2) User Journey Map
Define
Personas
User Journey Map
Develop
Lo-fidelity wireframes were created to ideate design solutions to solve problems discovered and redefined from the previous 2 phases.
Usability testing was then conducted to compare the success rate between the old and new designs
Ideation
Lo-fidelity wireframing implemented in usability testing
Usability Testing
Utilizing the mid-fidelity prototype, users were tasked to find specific products and check out the product
01.
There was a 95% improvement in users locating the correct product
02.
Users reported a more satisfactory impression of checkout process and trustworthiness of overall site
03.
Completion time was cut by an average of 45 seconds when going through the search process
Deliver
Hi-Fidelity prototype was created after adjustments were made using lo-fidelity wireframes and user solutions as guide lines
Boost Brand Awareness
ZenCraftHouse has exclusive products that are not effectively highlighted
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ZenCraftHouse logo was set in place of "New" and "Sale" sticker and also placed in front of the product name
Implement Product Image Consistency
The site showed products with many differing backgrounds. This causes the site to look overall disorganized and overwhelming
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The background for different products were all changed to a simple white background to put more emphasis on highlighting the product as well as creating an organized and clean format for viewing products
Simplify Checkout Details
Too much info during the checkout process was overwhelming for users because of large amounts of text and it discourages users from reading when there's too much text
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Only the important information were included during checkout so that users have an efficient process going through checkout and not getting distracted by reading large amounts of text
Adding Educational Aspects to Products
Users who had purchased from the site that were interviewed expressed interest in learning more about the stones and meanings behind the products they were purchasing and how they could aid in their every day lives
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Detailed information about specific stones were included to guide users to products that they would feel is best for their current needs and what could help them in particular areas they were looking for
Style Guide
